Ernst Trapp has been promoted to President, Global E-Commerce & Retail at WEA, the Label and Artist Services division of Warner Music Group (WMG).
Trapp, the CEO of merch company EMP (which WMG acquired in 2018 for $180 million), will be based in Lingen, Germany. He will report directly to WEA’s President Maria Weaver.
The news follows the appointment of former NBA and Spotify exec Danielle Lee to President of Artist and Fan Experiences, and the promotion of Benjamin Blank to President of Media, leading the company’s newly-formed digital advertising and creative content division.
It also comes on the heels of the promotion of long-serving WEA exec Elsa Vivero to General Manager / Executive Vice President, Global Commercial Services.
This string of appointments and promotions at WEA have all taken place within the seven months following Maria Weaver joining as President of WEA.
In his new role, Trapp will continue to oversee operations at EMP as CEO, while also leading WEA’s global e-commerce efforts, including direct-to-consumer sales and artist webstores.
Additionally, Scott Cherkin moves into the newly created role of SVP, Audience Strategy overseeing WEA’s Global Audience Engagement & Insights.
Since 2013, Trapp has served as CEO of music and entertainment merchandise e-tailers EMP, which has remained a stand-alone direct-to-fan unit following its acquisition by WMG, headed by Trapp and CFO Jan Fischer.
Under their leadership, the company operates a network of websites serving 18 European countries.
Throughout his career at EMP, Trapp has worked with bands such as Twenty One Pilots, Panic! At the Disco, Metallica, Guns n Roses, and Nirvana, as well as major entertainment brands like Disney, Marvel, Star Wars, and Harry Potter.
Prior to EMP, Trapp held leadership positions in the fields of e-commerce and marketing at Amazon, Holtzbrinck Publishing Group, KPMG, and leading German insurance group, ERGO Group AG.
“It’s incredibly impressive the e-tailer powerhouse that Ernst has built EMP into, and there’s no one better suited for this role at WEA.”
Weaver said: “It’s incredibly impressive the e-tailer powerhouse that Ernst has built EMP into, and there’s no one better suited for this role at WEA.
“He knows how important successful direct-to-consumer initiatives are in strengthening an artist’s brand and increasing fan loyalty, and with him at the helm we’ll be able to unify our global approach to better serve both the artists and the fans.
“With Scott rounding out the leadership team, working across all divisions to make sure we’re truly understanding and serving our audience, WEA is poised to super-serve the artist/fan relationship.”
“I’m grateful for this opportunity and also want to thank the EMP team for all of their support and hard work.”
Trapp added: “It’s been a pleasure to be a part of the WMG family for the past four years through EMP, and I’m happy to now have the opportunity to work even closer with the team as we put our focus into our e-commerce efforts.
“In today’s rapidly advancing digital world the opportunities to connects fans and artists are endless and I look forward to tapping into all of them.
“I’m grateful for this opportunity and also want to thank the EMP team for all of their support and hard work.”Music Business Worldwide